Services Marketing

2. Auflage 2019
ISBN: 978-0-19-030316-7
Verlag: Oxford University Press

Buch, Englisch, 496 Seiten, Format (B × H): 203 mm x 246 mm, Gewicht: 1004 g

Services Marketing Second Edition helps students understand the role that services marketing plays in creating customer value, and the increasing contributions that services make to national economies. Service marketers need to understand the practical implications associated with the definitive characteristics of services because that knowledge will enable them to recognise, and effectively manage, the marketing opportunities arising from global service-based economies.

This text encourages students to develop an understanding of the service processes that create value for identified target markets. An analytical learning approach, based on applying established and evolving services marketing concepts for Australasian organisations, is the rationale of the pedagogy adopted by this text. That approach is warranted for two reasons:

- Australian and New Zealand service organisations are developing closer economic ties with the growing markets of their South-East Asian counterparts.

- By understanding Australasian service organisations, students will be able to adopt an international perspective on services marketing.

Autoren/Hrsg.

Chitty, William

D'Alessandro, Steven

Gray, David

Hughes, Andrew

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Betriebswirtschaft: Theorie & Allgemeines
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Kundenbeziehungsmanagement, Kundenpflege

Inhaltsverzeichnis

- PART 1: SERVICE ORGANISATIONS AND THEIR CUSTOMERS

- Chapter 1: An Overview of Services Marketing

- Chapter 2: Market Segmentation and Service Positioning

- Chapter 3: Customer Decision-making and Service Interactions

- Chapter 4: Managing the Service Encounter

- PART 2: MARKETING STRATEGIES FOR SERVICES

- Chapter 5: Developing Service Products

- Chapter 6: The Service Delivery Process and Self-service Technology

- Chapter 7: Pricing Service Products

- Chapter 8: Managing Productive Capacity and Customer Demand

- Chapter 9: Marketing Communications for Service

- PART 3: DELIVERING SERVICE VALUE

- Chapter 10: The Service Experience

- Chapter 11: Customer Satisfaction and Service Quality

- Chapter 12: Complaint Handling and Service Recovery

- Chapter 13: Customer Relationship Management

- Glossary

- Index

Über Autor(innen)

William Chitty is a former Lecturer in Marketing at the Murdoch Business School, Murdoch University.

Steven D'Alessandro is a Professor in Marketing at Charles Sturt University.

David Gray is an Adjunct Associate Professor at Charles Sturt University.

Andrew Hughes is a Senior Lecturer in marketing at the School of Management, Marketing and International Business at the Australian National University.